Hyther Nizam, the President for Middle East and Africa (MEA) at Zoho, says, one of the biggest challenges facing the IT channel today is not just acquiring new customers, but retaining existing ones by delivering a consistently excellent customer experience
Could you share an overview of your career path to date, highlighting pivotal moments or achievements?
I’ve been with Zoho for 27 years, starting as a software developer after working in Bangalore and later moving to Chennai. In the 1990s, product companies were rare in India, and Zoho—then AdventNet—was a pioneer. I’ve led development across key divisions, including ManageEngine and Zoho, overseeing the development of products like Creator, our low-code platform.
Over time, I transitioned from purely technical roles to handling business strategy, and I currently serve as President for the Middle East and Africa region. While I’ve always been passionate about technology, engaging with customers has helped bridge the gap between tech capabilities and real-world needs. That perspective has been crucial to our success in the MEA region and marked a key turning point in my career.
What are your primary roles and responsibilities in shaping strategy and growth within the partner ecosystem?
My primary role in shaping strategy and growth within the partner ecosystem revolves around identifying and nurturing the right partners—those who align with our culture and values. Cultural alignment is crucial for long-term success, so we focus not just on capability, but on compatibility. Once onboard, we ensure our partners are equipped with the right technical support and training.
Across our MENA offices, we’ve established dedicated teams solely focused on enabling our partners. As a software vendor, empowering partners with a strong technical foundation and ongoing support plays a critical role in building trust, driving growth, and sustaining long-term relationships within the ecosystem.
How would you assess the current health and evolution of the IT channel in the region?
The IT channel in the region is still evolving, with many players yet to shift from a purely sales-driven approach to one focused on customer experience. Traditionally, channel performance has been measured by sales numbers alone, but for long-term success, this mindset needs to change. At Zoho, we work closely with our partners to align on a more holistic strategy.
We assess partner performance not just by revenue, but also by their investment in technical capabilities, the strength of their technical teams, and their commitment to improving customer experience. This broader evaluation helps us gauge the true health of the partner ecosystem and fosters more sustainable, value-driven growth.
What is the biggest challenge facing the IT channel today, and what is the most significant untapped opportunity?
One of the biggest challenges facing the IT channel today is not just acquiring new customers, but retaining existing ones by delivering a consistently excellent customer experience. Retention is often more valuable and cost-effective than chasing new logos. When customers are genuinely satisfied, they naturally become advocates—helping expand your reach through referrals and word of mouth.
As for untapped opportunities, the IT channel has room to evolve in how it packages and delivers solutions. Many partners label themselves as IT or AI consultants, but the real value lies in building specialized teams, offering bold models like freemium, and lowering the barrier for customers to try innovative solutions. Offering AI-based tools for free initially, then monetizing based on proven value, is a strategy with significant growth potential.
What are the most effective strategies for partners to drive sustainable growth?
To drive sustainable growth, partners should shift from a siloed, product-based approach to a solutions-based strategy. Rather than selling individual tools, they should focus on solving end-to-end business problems. For example, a request from a legal team may not just be about digital signatures—it could involve the entire contract lifecycle, from document creation to storage and communication. Delivering comprehensive solutions adds real value.
Equally important is transparent, straightforward pricing. Customers appreciate clarity and honesty—hidden costs or unclear terms erode trust. Partners who communicate openly, offer simple pricing, and remain authentic in their approach build lasting relationships and foster long-term growth.
How can partners integrate ESG and sustainability into their operations for competitive advantage?
Partners can integrate ESG and sustainability into operations by adopting a thoughtful digital transformation strategy. This means using AI and large language models (LLMs) only when necessary, opting for human decision-making when possible to conserve energy and water.
Such mindful tech use supports environmental goals and reduces resource strain. Integrating digital tools strategically boosts efficiency while aligning with ESG principles. Additionally, companies can enhance sustainability by incorporating renewable energy solutions like solar power into their operations. These efforts not only lower environmental impact but also improve operational performance.
What advice would you give partners about attracting and retaining top talent in areas like AI and cloud security?
To attract and retain top talent in AI and cloud security, partners should focus on transforming internal processes and customer experiences using AI. Embedding AI into real business operations—not just as a concept—shows talent that the company is serious about innovation. Talented professionals want to work on meaningful, cutting-edge projects that solve real problems, not just theoretical ideas.
Giving them the opportunity to apply AI practically, both internally and with customers, fosters a strong culture of purpose and growth. This goes beyond compensation—top talent stays where they feel challenged, valued, and part of something impactful.
What is your most crucial piece of advice for long-term partner success in a rapidly transforming IT channel?
The most crucial advice is to prioritise customer experience above all else. While this approach may lead to short-term challenges—such as slower processes or losing a few customers—it pays off in the long run. By focusing on delivering real value and building trust, partners can turn customers into loyal advocates and brand evangelists.
This creates a reputation for being a quality- and customer-conscious organisation. As demonstrated by Zoho’s long-term strategy, there are no shortcuts—investing in a culture that consistently puts customer experience first is the real differentiator. Over time, this leads to sustainable growth, strong referrals, and long-term success in an ever-evolving IT landscape.
